Communication

14 Is approach

Infrastructure base levelInformation relevantIncentives price, otherInfluencing - conversationcreative[be]2

Clear objectivesWho will deliver in-house or agency do you want a social media guru?Select your agency carefully not digital, social i.e. 1000 Heads, Content & Motion, QubeBrand proposition - has to compete with consumer goods brands, esp. cars.Councils dont allow wacky but let the SM agency push boundaries otherwise you can might as well do it in house in corporate colours3Communication[2 way]

SM is no different to letters, newspaper, telephone, telegraph, TV, radio or a conversation in the pubKey channels only Facebook, Twitter, blogsNot Linked in, Pinterest, Google plusGo to where people are, do not expect them to come to you and your new websiteHow do people use the channel?5connection[real people]

Why do people connect? In RLWhat are the drivers to change? In life, in transportPeer to peer, trusted friend/authentic voiceBelow the line explore habits, customs, etc. not just price, reliability, etc.7content[engaging]

Relevant content - know your audience SM is not young people, but 25/30+ to 80 these daysAvoid jargon, preachinessThink of voice does your twitter feed sound like a 12 year old or a council officer making announcements neither goodNot just links to sites or RTsDeath by press releaseCareful with # hashtagsSEO check your content for general web interest

9conversation[create a]

Word of mouth works well on SMEngage immediately, offer help, advise, become a friendTherefore do not schedule auto tweets can not respond in real timePosition your voice as knowledgeable but not an expert or partisanThe authentic voice11Community[join the]

Encourage contact without you involvedEncourage offline activities meetups, parties, eventsFind the distinctive factors and celebrate location & neighbourhood particularly strongPolitely repel boarders, scammers, spammers13Count[make it]

Measurement quantitative not just views, clicks and likes measure real life outcomesUse focus groups, interviews, 1 to 1Use analytic tools often free to measure sentiment, etc. then link to outcomes measurement15Bob PinkettPeter Brett Associates LLPpeterbrett.comhttp://twitter.com/bobpinkett 16Copyright Credits Images - Creative Commons/copyright free from Fickr and other sourcesText copyright Bob Pinkett